There have always been claims around enhancing beauty attached to makeup, but the case is undoubtedly true for male grooming as well. In essence, it’s not news that the world of beauty and cosmetics is no longer just for women. Grooming has always been a huge market, with traditional bathing and antiperspirant products frequently carrying claims around pheromones and attractiveness.
However, the landscape is shifting; now, beauty is moving away from the gender binary. For several years now, YouTube and other major social media networks have seen the rise of male beauty influencers. Whether they’re discussing traditional male grooming or makeup artistry, they’re a growing phenomenon – and to appeal to increasingly inclusivity-oriented young consumers, beauty brands should pay attention.
Male grooming is growing
This is reflected in the explosion of boy makeup. Male MUAs on Instagram are attracting massive followings, and now, premium and luxury brands are launching cosmetic lines aimed specifically at men. Although uptake amongst male consumers is still low in the West, the male cosmetics market is gaining traction in South Korea with many men experimenting with a bit of color or concealer (Mintel, 2020).
This tendency towards a softer approach is extending into other facets of the industry. In a survey of male customers under the age of 40 by CJ Olive Young, 74% of respondents said they have a high level of interest in regular grooming. Meanwhile, nearly half said they switch to different products based on changes in weather and other environmental factors.
This suggests a more enhanced interest in grooming routines – particularly skin care – than many marketers would have previously suspected. This could perhaps be put down to more inclusive attitudes in beauty, which Provital seeks to champion. Now, men are moving away from traditional roles and placing as much emphasis on self-care as women, focussing on their mental and physical well-being.
Responding to these evolving demands
To meet this evolving male consumer where they are, brands need to develop products that cater to their desires for different textures, fragrances, and functionalities. After all, if over half the population is interested in changing their skin care routine according to season or environment, this is an opportunity not to be missed.
Brands should consider developing products with lighter, softer textures that are quickly absorbed; this could even translate to more inclusive, gender-neutral branding. It’s clear that men have an equal desire to feel attractive as women do, so consider how ingredients that stimulate pheromones can be repositioned for the modern male consumer. Certainly, sensoriality goes beyond touch, so brands need to think about how the entire formula meets the contemporary male consumer’s evolving priorities of higher self-esteem and general well-being.
Pheromones for a new generation of male grooming
Provital’s proposal for this shifting market is SensfeelTM. This active ingredient stimulates the production of male pheromones, creating an attractive aura with natural ingredients. Through a synergistic combination of Makandi forskolin (Coleus forskohlii) and black tea theaflavins (Camellia sinensis), SensfeelTM was shown to enhance the production of the male pheromone androstadienone by up to three times compared to the control group. Combining the traditional demand for enhanced attractiveness and virility with softer natural solutions, SensfeelTM meets the demands of the modern male consumer.